Companies spend millions of dollars each year identifying their brand, and then communicating their brand promise through various media.
Employees are the primary "media" in the majority of brand contacts. Raise your hand if you think a majority of your employees understand your brand promise well enough to live it and articulate it clearly.
Gallup research of 300,000 businesses indicates that 75% to 80% of your people are achieving much less and feeling far less enthusiastic about their work than they could be. If all your employees were "fully engaged," Gallup says your customers would be 70% more loyal, your turnover would drop by 70%, and your profits would jump 40%.
The research also found that consumers who felt fast food restaurant employees did a great job were five to six times more likely to come back to that brand. At banks where employees stood out, the customer was six to 20 times more likely to continue the relationship.
Additionally, great employees also tend to engender "passionate" customers. For example, customers who praised store-level associates were 16 times more likely to be passionate about the retailer's brand.
My analogy is this: drop a pebble into a pond and the largest splash occurs at the point of contact and then radiates outward in circles. The point of contact, from a branding perspective, is inside your company. Get employees on board from an emotional perspective and they carry their passion out to the next circle: customers. Passionate customers carry it beyond to prospects through word-of-mouth.
Communicate your brand position with your employees, and unleash some passionate financial results.
Harry Hoover is managing principal of Hoover Ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
Hiring good employees is not only important to business, it's... Read More
Picture yourself standing on the bank of a river watching... Read More
Note: This article was written for a internet business site.... Read More
Businesses miss on growth opportunities and even close their doors... Read More
This facilitator's guide to running a stakeholder analysis workshop is... Read More
Sometimes.In fact making some small changes to the circumstances when... Read More
Managing the Human Being Behind the Business It's... Read More
Conflict generally arises by having your needs, desires, perceptions and... Read More
Almost, if not all organisations have them, they've been around... Read More
Some people make decisions without any difficulty, while others struggle.... Read More
Marriages and corporate mergers in America have at least one... Read More
Building rapport is all about creating a relationship, in the... Read More
The other day one of our overseas clients called in... Read More
Managers who aren't loyal to their people can't expect loyalty... Read More
A recent report entitled "How Google Grows?and Grows?and Grows" stated... Read More
Don't Let Your Measurements Mislead You ... Read More
There is a pervasive assumption that small firms are more... Read More
For your people, they want to do a great job... Read More
It should not be. If it is an effective newsletter,... Read More
This article relates to the Compensation and Benefits competency, commonly... Read More
Recently, I felt appalled to see a political candidate running... Read More
Top leaders...Are Visionary Top leaders have a very clear understanding... Read More
A virtual assistant is an individual who provides business services... Read More
How do you get everyone on board the change train... Read More
You open your computer, the flashing button says, "We have... Read More
Many managers believe that treating their team members as responsible... Read More
Several years ago, I took over the supervision of a... Read More
February 2nd, at approximately 7:30 a.m. local time on Gobbler's... Read More
In the Wizard of Oz, it was "Lions and tigers... Read More
(prez.un.TEE.iz.um) nPresenteeism, a relatively unknown concept, is the complement of... Read More
How content and satisfied are American employees? Not very!According to... Read More
The challenge of managing difficult managers can be rather daunting,... Read More
We draw conclusions about people through observation, their behavior, past... Read More
Teamwork is a process that can be experienced outdoors and... Read More
For Call Center managers, it is not a pipe dream... Read More
You know the drill - the ridiculous deadlines, the relentless... Read More
Yet there is a place for those external 'raft-build's', 'away... Read More
One Bad Apple I know what... Read More
A crisis, emergency or disaster can happen at anytime and... Read More
This article is directed at senior managers. As a senior... Read More
Kinds of Workplace ConflictsLet's start by identifying where conflicts happen.... Read More
What do people really find challenging about leading meetings? Here... Read More
Note: This article was written for a internet business site.... Read More
Whether you run your own business or manage a team,... Read More
Want to get more from your people, but you don't... Read More
Picking people for a job is like going... Read More
Talk to as many consultants as you can before hiring... Read More
Did you know that maintenance accounts for 50% to 80%... Read More
This article relates to the Safety and Working Environment competency... Read More
Creativity can be defined as problem identification and idea generation... Read More
Being able to communicate effectively with others requires people skills,... Read More
Creativity can be defined as problem identification and idea generation... Read More
Human beings and the way they interact are extraordinarily Complex.... Read More
One of the first questions we ask a prospect or... Read More
The main reason is to stop any potential lawsuits from... Read More
Each day millions of workers spend 8 hours or more... Read More
Many entrepreneurs and chief executive officers are unaware that there... Read More
The annual performance review.Stating this phrase guarantees some reaction for... Read More
If there is someone nearby as you read this look... Read More
A few weeks ago, after consultations with others in an... Read More
Do you ever wonder why people do not simply do... Read More
Over 3 of my meetings with 3 business owners last... Read More
Positive radical movement is the holy grail of nearly every... Read More
Insightful leaders and organizations recognize that training is a valuable... Read More
The current economy is causing most companies to tighten their... Read More
This was supposed to be one of those sleepy flights... Read More
Business Management |